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ARÇELİK QUALITY IN PAKISTAN
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ARÇELİK QUALITY IN PAKISTAN

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At Arçelik, we believe that the Dawlance investment will further strengthen economic relations between Turkey and Pakistan

As part of Arçelik’s strategy to strengthen its presence on the historic Silk Road, in 2016, we acquired Dawlance, the leading white goods and household appliances manufacturer in Pakistan. We proudly entered the Pa­kistani market, which has a huge growth potential with a population of 200 million people.

Established in 1980, Dawlance has three manufacturing plants: one in Karachi and two in Hyderabad. Washing machines, refrigerators, freezers, microwave ovens and air conditioners manufactured at these plants are offered to the Pakistani consumers.

WE CARRYING OUR NEW GENERATION STORE CONCEPT TO THE WORLD

With the largest sales and service network in the coun­try, Dawlance has almost 2,000 points of sale with au­thorized dealers and 16 regional offices. In June, we opened our first store in Peshawar, which allowed us to successfully introduce our customer experience oriented next-generation store concept. This year, our next step will be the opening of our next-generation stores in Karachi, Lahore and Islamabad/Rawalpindi.

In 2018, Dawlance’s turnover increased by 10% in Ru­pees year-on year. Then, in the first quarter of 2019, it increased by 15% year-on-year. A global player in R&D, innovation, quality, energy efficiency and design, our company considers Dawlance as the base for the Asia-Pacific region and plans to expand it further.

WE TRANSFERRING OUR TECHNOLOGICAL ACCUMULATION TO DAWLANCE

We acquired Dawlance for 258 million US Dollars in 2016 and have invested over 40 million dollars in R&D to meet the market needs and improve efficiency in our products. To expand the product line even further, we continue to invest in new technologies and machinery. Moreover, we are planning an additional investment of 18 million dollars this year for product design and plant modernization.

In the upcoming period, we would like to intensify the technical collaboration between Dawlance and Arçelik’s manufacturing plants in Turkey, Russia, Romania, Thailand and South Africa. Meanwhile, we intend to further increase the pace of transferring technical know-how and expertise to the engineering team at Dawlance.

As a company that offers services in almost 150 countries, we see sustainability as a business model and are commit­ted to offering energy-efficient products to the consumers in emerging markets. In this regard, we are also pioneering the energy efficiency transformation in the Pakistani market. We collaborate with relevant organizations to promote new standards and regulations, as well as the use of new tech­nologies. In Pakistan, 70 percent of the population either have no access to the power grid or suffer daily power cuts. We started offering high-quality, energy-efficient and “affordable” products that meet the highest environmental standards. Dawlance is one of the most loved and trusted brands in Pakistan. Consequently, we are working round the clock to carry this brand even further.

At Arçelik, we believe that the Dawlance investment will further strengthen economic relations between Turkey and Pakistan and we would like to maintain this successful business model in the upcoming period as part of our expansion plan.

CEO of Arçelik Hakan Bulgurlu

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